How Toyota Philippines increased its customer outreach during the COVID-19 pandemic

This case study showcases how Appier technology helped Toyota Philippines reach their customers in an effective and cost-efficient way for a brand campaign ‘Better Days Ahead’.

Toyota Motor Philippines Corporation (TMPC) is a subsidiary of Toyota Motor Corporation and has managed the assembly and distribution of Toyota vehicles in the Philippines since 1988. The brand has been present in the market since the 1960s and has long been committed to providing Filipinos with safe and reliable transportation.


Toyota Philippines has always taken a customer-centric approach. It aims to be not just a purveyor of quality cars, but also a brand that is available to and supportive of customers by going beyond its core business to provide empathetic and timely customer care. When the COVID-19 virus began to spread in the country, Toyota wanted to make sure its customers knew that the brand was there for them as they navigated the new normal, and that together, they would look forward to ‘Better Days Ahead’.


The company, however, faced two challenges:

  1. Insufficient site traffic: Toyota wished to drive increased traffic to its ‘Here For You’ website, where it shares virus advisories, options to engage with sales people and technicians virtually, tips for at-home car maintenance, and details about its community support initiatives.
  2. Inefficient spending: The brand was struggling to expand its audience reach while maintaining cost-effectiveness, despite running several digital marketing campaigns concurrently.

Toyota approached Appier with a KPI of driving site traffic to 44,073 visits in a month. Using audience targeting, geo-targeting, topic targeting and cross-screen targeting, Appier increased traffic to the site by threefold, compared to overall site traffic prior to the campaign. Appier’s technology allowed for ongoing campaign monitoring and quick adjustments to the strategy as necessary, and Appier beat the KPI set by Toyota by delivering more than 44,300 ‘Here For You’ site visits in just one month.

Appier’s Solutions

Defining the demographics: Appier helped Toyota to define the demographics of the target audience more effectively across Metro Manila, Luzon, Visayas and Mindanao.  

Precise audience segmentation: Using AI, identified real-time interests and ranked keywords to precisely target valuable users. Highest-ranking interests included ‘automobile’, ‘sports’, ‘finance’ and associated keywords (Toyota, Honda, Suzuki, hiking, insurance, investment, etc.).  

Target via channel and device: With these insights, Appier applied its cross-screen

targeting technology to deliver ads on different premium sites via both PC and mobile.

“Appier technology helped us reach our customers in an effective and cost-efficient way,” said Team Toyota Philippines. “The team suggested multiple ways on how to launch campaigns based on our objectives and KPIs. This allowed us to start to see results as we develop new and more campaigns on a monthly basis. With the unique target audience structure per campaign, we ensure that we are reaching the right people at the right time with the right message. We look forward to having more effective and cost-efficient campaigns with Appier.”